Creating a national brand in global markets and the case of Azerbaijan

In the 21st century industrialization are sometimes insufficient for the economic freedom and stability of countries. The fact that the products or services exported by the countries are highly technological, specially designed sometimes do not provide enough competitive power. At this stage, the national branding of the states will increase countries' own image and brand values as well as help them gain additional added value in their country-branded products and services. As the value-added export products will increase indirectly, the country's economic freedom and economic stability will be positively affected. Likewise, national branding is one of the factors that create competitiveness for developing countries like Azerbaijan. Strengthening the brands of the country and creating added value can help to reduce production costs and increase employment, and help the economy to grow. In 2016, the Azerbaijani authorities reached the importance of national branding and initiated the process. In this thesis, the branding process of Azerbaijan is examined in detail.